Brand Tone of Voice:
the voice your brand writes in
In one line
the voice your brand writes in, defined from your brand platform, for self-funded technology companies, your buyer's view measured before and after, so you can see what the work changed.
The facts
Price
From £14,500. The exact figure is set in the proposal before you sign and doesn't move after that.
Length
Three months of brand work, and six months measuring how your buyers see your brand, one before the brand work and five after it, so what it changed is on record.
Your time
15 to 18 hours in total across the nine months, plus one induction session for the people who write for your brand.
Directed by
Luis Defaz, Brandian's founder, on every decision. The voice definition, the guidelines and the induction are his own work.
Guarantee
If the KPIs agreed before you sign aren't met at the end of the project, the closing instalment is discounted in full.
Credit
The full price of a Tone of Voice Inspection or a Brand Record bought in the last six months comes off your first instalment.
When to buy this
Your sales deck no longer sounds like your technology company: everyone who edits it rewrites it in their own words.
Your brand has an unmistakable personality, your writing doesn't show it, and a buyer sees only words.
A Tone of Voice Inspection has put the faults in writing, and the next step is to set them right.
Each is about your brand tone of voice: how your brand sounds in writing. A competitor on investors' money settled its voice at launch and holds every writer to it. Yours grew with your business, and whatever was settled along the way hasn't held: each piece still sounds like the person who wrote it.
The voice that connects carries your brand's personality, uses your buyers' words and reads easily. Your brand platform fixed that personality. Brand Tone of Voice turns it into the standard your team writes to.
What you receive
Five parts, defined from your brand platform's personality: four written into your Tone of Voice Guidelines, and the induction that hands them to your writers.
1
Your voice definition. How your brand's personality sounds in writing: its register and signature habits. It settles the sound the other parts keep.
2
Your modulation matrix. How the voice flexes with the writing and its reader. It keeps a proposal and a support reply recognisably one brand.
3
Your vocabulary lists. The words your brand leans on and the words it never uses. It puts your buyers' words in your copy and keeps competitors' out.
4
Your compliance test. A checklist every piece of writing must pass before it goes out. It lets your marketing manager approve copy without you.
5
Your writers' induction. One session on your own writing, plus an AI writing skill if your team drafts with AI. It puts the system in their hands.
How the nine months run
Month 1
The opening Brand Record: you send the customer survey, with the invitation drafted for you, and pass on a few lost-deal contacts. Share of search and what AI assistants say about you are measured. The Tone of Voice Inspection is carried out on a sample of your writing.
Months 2 to 4
The voice definition and the modulation matrix come first; the vocabulary lists, the compliance test and the worked examples follow, each approved before the next. In month four the guidelines go live and your writers are inducted.
Months 5 to 9
A one-page Drift Report each month says whether your buyer's response to your voice is changing as intended and what to correct where it isn't. At the end of the project the second Brand Record measures your brand from all four directions again and is set beside the first, to show what the work changed.
Brandian works, presents and refines from your feedback until each part is approved. Progress and every deliverable sit in your client portal.
How the work is kept on course
From month five you receive a one-page Drift Report by the fifth working day of each month: what moved, what didn't, and what must change next. A month with no movement where movement was expected is named in that report as a deviation. The correction is specified for your team to make, with Brandian advising, and the next report shows whether it worked. That is the Monthly Correction Cycle, and it runs inside the price.
The work opens and closes on measuring how your buyer sees your brand: a Brand Record taking at the start and a second taking at the end of the project. At the close, both are read back to you side by side, so you know what the brand work changed in your buyer. Everything done in between is logged with its date.
On the record
Payment and the Guarantee
The price is paid in ten instalments across the nine months.
Before you sign, you and Brandian agree the KPIs the work will be judged on, in writing, chosen from what brand identity can influence. At the end of the project, the closing Brand Record taking shows whether they were met. If they weren't, the closing instalment is discounted in full.
Brand Tone of Voice expresses your brand platform and the work carries the Performance Guarantee, so Brandian won't build on a faulty platform: a voice expressing the wrong strategy can't meet its KPIs. Brand Tone of Voice can be bought once your platform is sound, built by Brand Platform or found sound by a Platform Inspection. If your platform isn't sound, or isn't there, Brandian proposes Coherence instead, the solution that builds the platform, the identity and the voice together, inspections included, in less time and for less money than buying the three separately.
A test you can run this week
Show your website's home page to a potential buyer who has never bought from you, and ask for three words that describe how it sounds: the way it's written, never what it sells. If the three words match your brand's personality, the voice is carrying it, at least on your home page. If the three are polite nothings such as professional, clear and reliable, the personality isn't reaching the tone of voice. If the words surprise you, the page carries a voice, and it isn't yours. Brand Tone of Voice defines the voice from your brand platform's personality and puts the standard in your writers' hands.
Questions buyers ask
Why does the price say "from"?
Because the size of the job varies. The starting price covers the simplest case; anything that makes the work more complex is priced in the proposal, stated before you sign, and it doesn't move after that.
Should I buy the Tone of Voice Inspection first?
Yes, if you'd like to test the work before buying the full service. The Tone of Voice Inspection's findings are yours whatever you decide. Go on to Brand Tone of Voice inside six months and the Inspection's full price comes off the first instalment, because its work is Brand Tone of Voice's opening step. If the findings show your voice holding, that certainty cost the Inspection's price and there's nothing else to buy.
Do we need a brand platform before Brand Tone of Voice?
Yes, a sound one: Brandian won't build a guaranteed voice on a faulty platform. If a Platform Inspection has found yours sound, Brand Tone of Voice builds on it. If it hasn't, Brandian proposes Coherence instead, the solution that builds the platform, the identity and the voice together.
How do we make sure our team keeps to the voice?
That's built into the work: the compliance test lets anyone check writing against the standard without asking Brandian.
Who does the work?
Luis Defaz, from the voice definition to the induction. [Link: Who does the work]
What if we need to stop part-way?
The work is signed as a whole, at one price, so the remaining instalments fall due, less any third-party costs not yet committed. Everything delivered to that point is yours.
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